Title	THE FIRST CD LAUNCH FROM JAIL
Brand	SONY MUSIC ENTERTAINMENT GERMANY
Product/Service	JOHNNY CASH CD: "OUT AMONG THE STARS"
Category	A04. USE OR INTEGRATION OF USER-GENERATED CONTENT
Entrant Company	SERVICEPLAN Munich, GERMANY
Contributing Company	SERVICEPLAN Munich, GERMANY
Media Agency	MEDIAPLUS Munich, GERMANY
Production Company	NEVEREST Munich, GERMANY
Production Company 2	GIESING TEAM MUNICH, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Ekki Frenkler	Mediaplus	Executive Creative Director/Producer
Valerie Koch	Serviceplan	Copywriter
Bernhard Fuchs	Serviceplan	Copywriter
Hans Zieringer	Mediaplus	Art Director/Graphic Design
Katrin Engelhardt	Mediaplus	Account Supervisor
Fabian Zarse	Plan.net Solutions	Graphic Design/Screendesign
Carsten Popp	Plan.net Solutions	Screendesign
Daniel Neumann	Sony Music Entertainment	Programmer
Olga Kremenz	Sony Music Entertainment	Programmer
Alan Grund	Freelancer	Photographer
Katharina Seth	Neverest	Offline
Katy Pergelt	Serviceplan	Agency Producer

The Campaign

There are numerous regulations about Branded Entertainment in Germany but they didn't have direct impact on our campaign for Johnny Cash. Nevertheless it was the hardest part, to convince jails in Germany to take part in our campaign.

Results

To mark the release of the new Johnny Cash CD, we want to make reference to the artist's social commitments during his life. The musician's legendary prison concerts have inspired us to link the new album 'Out Among the Stars' with a social writing campaign in prisons. We want to provide prisoners with a platform to communicate with the public during their imprisonment and be a part of society. We also want to provide the public with a chance to partake in the thoughts, wishes and plans of the prisoners. As such, we bring together two worlds which would normally have no access to one another and which are characterized by numerous prejudices. We want to work to change this in the name of Johnny Cash. All participants received the new album, the winners even a special limited edition of the CD with all the letters.

In the first place, prisoners were given the chance to write letters for a literature competition. The topic: 'Write about your dreams and hopes for your time after prison when you are out among the stars'. The jury was the public. A colorful array of media reports and interviews with the prisoners by the radio broadcasters made reference to the campaign page at www.letters-from-prison.de where the public had a chance to read and share the letters.

Give some idea of how successful this campaign/entry was both for the client and with the consumer or target audience. The more quantifiable statistical information you can give the better. Please note: in the absence of any indication of results, the Jury cannot give a mark for this and the entry could suffer as a result. The album ‘Out Among The Stars’ reached the number one spot based on online sales figures and was therefore the album with the highest sales during the campaign period. However the most important thing of all was to draw attention to an issue which was important to Johnny Cash throughout his life: to be the mouthpiece of a society where few stop to take a glimpse behind the walls.